![]() ![]() On Musical.ly, like Twitter or Instagram right now, it was nearly impossible for a new user to become really popular, but TikTok “allows people to get famous really easily,” according to KevboyPerry, who is often credited with starting the trend of adding written cue-cards to TikTok videos. It’s not just that TikTok’s inputs are more open-ended - the outcomes for users are, too. Case in point: The Bentist recently posted a video of himself making a retainer while the version of “Never Ending Story” from Stranger Things plays in the background it attracted over a million likes. “It gets old fast.” On TikTok, in contrast, the possibilities are wide-ranging. “How many times can you see someone lip sync?” asks TikTok user The Bentist, a practicing dentist who has amassed a million fans on the platform. That’s because the premise of TikTok is far more open-ended than that of its predecessor. And a surplus of marketing money: “Because got acquired by ByteDance, they have access to a lot more resources,” says Jacob Pace, CEO of Flighthouse, a media brand that has over 18 million fans on TikTok.īut if Musical.ly had remained the same even as it enjoyed a bigger budget, it’s unlikely it would have enjoyed this sudden growth spurt. “There’s a surplus of users after the merger,” says Doolaramani. As a result, Musical.ly effectively vaulted multiple weight-classes overnight. The first reason for the eruption of TikTok references is that ByteDance is a corporate behemoth worth many billions of dollars TikTok claimed to already have 500 million monthly users around the globe when it swallowed Musical.ly. But TikTok has benefitted from greater resources, an algorithm that enhances social mobility, and targeted outreach efforts that ensure popular users are up on the latest trends. ![]() ![]() The re-brand and launch have been extremely successful, at least when it comes to impacting pop music, since the platform has become a staging ground for hits - Lil Nas X’s “Old Town Road,” yes, but also Ambjay’s “Uno,” Y2k and bbno$’s “Lalala,” and now it looks like Lizzo’s “Good as Hell” - before they crash into the mainstream.īut what has allowed TikTok to become such a major player so quickly? Google Trends data suggest that even when Musical.ly was at its peak of popularity in the U.S., it was only half as sought after as TikTok. It’s been almost exactly a year since the Chinese company Bytedance shuttered the lip-sync-video app Musical.ly, purchased at the end of 2017, and migrated its users to TikTok. “We get 10 to 15 inquiries a day from artists and labels wanting to pay us to use their song,” Doolaramani says. “She’s a 40-plus-year-old lady from Kentucky, she has four kids, and TikTok videos are helping to financially support her,” says Devain Doolaramani, an intern at Arista Records who also manages Bailey - along with over 20 TikTok users who reach a combined 70 million in audience - on the side. Later that week, she went on the app TikTok, which allows users to make 15-second videos set to music, and created a pair of cookie-decorating posts under the name TheBaileyBakery. Earlier this year, Leanne Bailey spent an entire day making 100 cookies for a birthday party. ![]()
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